NFL Brand Guidelines Overhaul – From Rulebook to Playbook

Strategic Presentation, Brand Direction & Stakeholder Alignment

In partnership with my executive creative director and brand strategist, I developed a compelling presentation that laid the groundwork for a complete overhaul of the NFL’s brand guidelines. The existing system—rooted in dated aesthetics like wood grain and leather—no longer resonated with younger audiences or reflected the cultural energy surrounding modern sports. Our goal was to shift the perception of the guidelines from a rigid rulebook to a flexible, inspiring playbook.

Evolving the Shield—Meeting a New Generation Where They Are

We presented a clear case: that the NFL was falling behind other leagues who were embracing bold, social-first expressions infused with fashion, music, and gaming culture. The new brand direction aimed to re-energize the visual system and empower creative partners with tools that invited innovation while preserving the integrity of the Shield. This work sparked internal momentum, setting the tone for a more dynamic and culturally relevant NFL brand moving forward.